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Five Influencer Marketing Tips for 2023
Influencer marketing is nothing new. In fact, it dates to the 18th century. But it’s evolved greatly, and you may need an influencer marketing agency to navigate the new reality. Today, influencer marketing is the word on the street throughout the social media world.
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Advertise During a Recession?
Fast-food giant McDonald's made a critical choice during the early 1990s recession that ultimately resulted in a loss of market share: McDonald’s chose to not advertise during a recession. Spending by consumers was declining, and the fast-food sector was hit particularly hard.
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Differentiation: The Secret Sauce of the Top-Trending Brands
Each year, publications like Vogue, CEO World, and other popular print and online outlets publish their top-trending brands to monitor in the coming year. We decided to take a deep dive on one of the top brand lists to see why the companies and products made the list.
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Bud Light Violates Core Positioning Principles
Set the politics aside. Forget your values for just a moment. Bud Light’s marketing fiasco reminds us that violating positioning principles can cost you a lot more than advertising dollars.
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The Good Bad & Ugly of Bed Bath & Beyond – Positioning in Business
The other evening, my wife and I were discussing the recent bad news about Bed Bath & Beyond. Bemoaning the fact that this time it probably is the end (bankruptcy usually is), she ran to the store to get the last of a few products she typically buys there.
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AI-Powered Marketing – The Latest Disruption
If you’ve been around long enough, you remember the days when it was declared, “The internet is going to replace books!” When this was proclaimed, I worked at a book publisher (1993-94), and the owner feared he would be out of business within five years due to this proclamation by…
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Institutionalizing Your Position: A Key Employee Relations Strategy
Recently, I was at lunch with a friend who had just changed jobs. He happened to take a leadership position with one of our clients. As he was touring his new employer’s building, he entered the board room and saw a big phrase on one of the walls.
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CTV Advertising – Can It Be Your New Marketing BFF?
For years, the promise of Connected TV’s (CTV) rise to prominence was predicted. Today, there’s no more prediction, just reality. According to Statista, in 2023, 88% of US TV households have at least one internet-connected device.
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Positioning for Success: The Value of Designing a New Category
Want to dominate a business category? There’s only one sure way to do it: create a NEW category. As we learned from Jack Trout’s, Marketing Warfare, “if you’re not #1 or #2, be something new!” As positionists, we’re always encouraging our clients to stand apart.
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How are positionists leveraging AI in marketing?
AI is no longer a buzzword. It’s reality. Though the technology has existed for decades, it’s finally reached its peak momentum in terms of our awareness.
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